11/18/10
The latest fall 2010 data shows a 1% increase in total magazine readership to 1.82 billion. But not every magazine is a winner. Those who are include: Fitness, up 23.3%, Self, up 14.1%, Men’s Journal, up 11.1%, and More, up a whopping 31%.
The losers include Newsweek, down 16.1%, and Time, down 8%. And, earlier this month, U.S. News & World Report announced that by 2011 it will be a digital only publication. Combine that with the just announced merger of Newsweek and The Daily Beast, and it seems clear that newsweeklies will soon be just a memory.
So, what will take their place? Are you reading any of the aforementioned lifestyle pubs? Or how about celeb magazines; In Touch Weekly was up 13.1%. (Sass, 2010)
Sass, E. (2010, November 16) Celeb Mags Up, Newsweeklies Lose Audience. mediapost.com Retrieved November 17, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139634&nid=120829
Showing posts with label magazines. Show all posts
Showing posts with label magazines. Show all posts
Thursday, November 18, 2010
Thursday, August 13, 2009
Now, a moment for follow-up
8/13/09
Hi All!
I’m back and I thought I’d devote this week’s blog to follow-up on some of the issues discussed previously.
1. Magazines with ad page increases
Not surprisingly, given what I pointed out in the 7/16/09 post, some magazines posted advertising page gains in the first half of 2009.
Those on the winners list include: Fitness, Cooking with Paula Deen, OK!, Family Circle, Scholastic Parent & Child, Organic Gardening, Sports Illustrated for Kids, Country Weekly, and Muscle & Fitness.
It seems pretty obvious that most of these magazines are addressing current lifestyle trends – health concerns, more home cooking, and our obsession with our children. Meanwhile, OK! benefited from the fact that it is now being measured by MRI and Simmons, which means that established advertisers are now including it in their consideration set.
What I’d like to see now is the readership trends for these publications. I bet they’re up too.
2. This round goes to Powerade
As discussed in the 3/30/09 post, I believe that when companies engage in spitting matches, neither side wins.
Manhattan District judge John G. Koeltl has ruled that Gatorade failed to prove its case that Powerade’s advertising claims were false, and that it was guilty of trademark dilution. In addition to pointing out that all the claims were literally true, the ruling also stated that SVC (Gatorade’s parent company) “has not shown either a likelihood of irreparable injury or a likelihood of success on the merit.”
I’m still betting that both brands suffered by pointing out the chemical content of their products.
Roberts, J. (2009, August 10). Now Read This. newsweek.com. Retrived August 12, 2009 from
http://www.newsweek.com/id/211289
Hein, K. (2009, August 6). How Powerade Defeated Gatorade in Court. brandweek.com. Retrived August 12, 2009 from
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i43f8401a4817748c139d1d9d293d0b12?pn=2
Hi All!
I’m back and I thought I’d devote this week’s blog to follow-up on some of the issues discussed previously.
1. Magazines with ad page increases
Not surprisingly, given what I pointed out in the 7/16/09 post, some magazines posted advertising page gains in the first half of 2009.
Those on the winners list include: Fitness, Cooking with Paula Deen, OK!, Family Circle, Scholastic Parent & Child, Organic Gardening, Sports Illustrated for Kids, Country Weekly, and Muscle & Fitness.
It seems pretty obvious that most of these magazines are addressing current lifestyle trends – health concerns, more home cooking, and our obsession with our children. Meanwhile, OK! benefited from the fact that it is now being measured by MRI and Simmons, which means that established advertisers are now including it in their consideration set.
What I’d like to see now is the readership trends for these publications. I bet they’re up too.
2. This round goes to Powerade
As discussed in the 3/30/09 post, I believe that when companies engage in spitting matches, neither side wins.
Manhattan District judge John G. Koeltl has ruled that Gatorade failed to prove its case that Powerade’s advertising claims were false, and that it was guilty of trademark dilution. In addition to pointing out that all the claims were literally true, the ruling also stated that SVC (Gatorade’s parent company) “has not shown either a likelihood of irreparable injury or a likelihood of success on the merit.”
I’m still betting that both brands suffered by pointing out the chemical content of their products.
Roberts, J. (2009, August 10). Now Read This. newsweek.com. Retrived August 12, 2009 from
http://www.newsweek.com/id/211289
Hein, K. (2009, August 6). How Powerade Defeated Gatorade in Court. brandweek.com. Retrived August 12, 2009 from
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i43f8401a4817748c139d1d9d293d0b12?pn=2
Thursday, July 16, 2009
Are advertisers missing an opportunity with magazines?
7/16/09
On June 26, 2009, the MPA (Magazine Publishers of America) published a white paper on the state of the business which shows that the number of magazine readers has actually grown +5.7% over the past 5 years. And, even young readers, i.e. Adults 18-34, are showing a +2.6% increase over the same period. (“Consumers value magazines in their media mix. Do You?”, 2009)
A study from McPheters & Co., published in 2007, indicated that Gen X and Gen Y are in fact reading more magazines monthly than do Baby Boomers and The Silent Generation. Specifically, 19-24 year-olds reported reading an average of 18.3 titles in the previous 6 months. 25-34 year-olds read 18.9, while those 45-54 said they read 16.7, and people over 65 said they read 14. (Ives, 2007)
So, why were magazine ad pages down another -29.4% in 2nd quarter 2009? (Sass, 2009)
I sense a disconnect here. Do you? Are you still reading magazines? Do you want your favorite brands to continue to support them?
(2009, June 29). Consumers value magazines in their media mix. Do you? magazine.org. Retrived, July 15, 2009, from
http://www.magazine.org/advertising/advertising-white-paper.aspx
Ives, N. (2007, May 22). Young Adults Bigger Mag Readers Than Their Parents. adage.com. Retrived, May 24, 2007, from http://adage.com/print?article_id=116831
Sass, E. (2009, July 10). Magazine Ad pages Tumble 29.4% in Q2. mediapost.com. Retrieved, July 15 from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109601
On June 26, 2009, the MPA (Magazine Publishers of America) published a white paper on the state of the business which shows that the number of magazine readers has actually grown +5.7% over the past 5 years. And, even young readers, i.e. Adults 18-34, are showing a +2.6% increase over the same period. (“Consumers value magazines in their media mix. Do You?”, 2009)
A study from McPheters & Co., published in 2007, indicated that Gen X and Gen Y are in fact reading more magazines monthly than do Baby Boomers and The Silent Generation. Specifically, 19-24 year-olds reported reading an average of 18.3 titles in the previous 6 months. 25-34 year-olds read 18.9, while those 45-54 said they read 16.7, and people over 65 said they read 14. (Ives, 2007)
So, why were magazine ad pages down another -29.4% in 2nd quarter 2009? (Sass, 2009)
I sense a disconnect here. Do you? Are you still reading magazines? Do you want your favorite brands to continue to support them?
(2009, June 29). Consumers value magazines in their media mix. Do you? magazine.org. Retrived, July 15, 2009, from
http://www.magazine.org/advertising/advertising-white-paper.aspx
Ives, N. (2007, May 22). Young Adults Bigger Mag Readers Than Their Parents. adage.com. Retrived, May 24, 2007, from http://adage.com/print?article_id=116831
Sass, E. (2009, July 10). Magazine Ad pages Tumble 29.4% in Q2. mediapost.com. Retrieved, July 15 from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109601
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